Week 8 - MBA 6101 - Guerrilla Marketing

Research, more importantly, constant research is emphasized in this week's reading of Guerrilla Marketing. Continual learning of the marketplace such as your consumers is a requirement for not only businesses, but organizations in general as long as your mission centers people. The research method may vary from industry to industry, but the importance of research still stands.

For example, within the non-profit sector, "market research" applies to two different groups - the populations we serve and the donors we hope to partner with. With our target populations, the research purpose is to determine how to most efficiently and effectively support them. We should also research how to effectively conduct outreach to new communities and ensure our current communities are satisfied with our programs and services. 

Similarly with our donors, we should also conduct outreach research for them as well as how to retain them. Retaining donors can be in the form of updating our technology and marketing methods. There is a certain competitiveness when it comes to the non-profit sector and funding, which can be comparable to the more traditional businesses. Hence, the importance of marketplace research. 

The intention and purpose of the marketing strategy may differ between a non-profit, and let's say, a clothing store. Yet, the similarity in marketing methods and ensuring your target audiences are properly engaged and dedicated to the "brand" or mission is at its core, the same.